Everyone has a name–and from birth through a lifetime of introductions, it becomes the cornerstone of our identity. For many Asian Americans and Pacific Islanders (AAPI), their given names carry an even deeper history and significance. But bias, indifference, and unintentional mistakes can lead to misidentification and mispronunciation.
In line with its ongoing advocacy for equality and inclusion, Procter & Gamble has initiated a campaign to address this problem at a time when bias against the AAPI community is on the rise. Conceived by agency R/GA, the integrated campaign aims to inspire conversation and encourage people to learn how to say AAPI names, because feeling a sense of belonging in society starts with one’s name. The campaign includes this film, titled The Name, which quickly chronicles the life of a Korean American girl named Yeong Joo (yUHng-ju) taking the audience on a journey from the day she is born, to an uncomfortable situation at school. While completely unintentional, the simple action of having her name mispronounced causes Yeong Joo to feel alienated and dismissed. However, the meaning of Yeong Joo’s name comes to life in the actions of her friends, allies and herself.
The Name was directed by Goh Iromoto via production company Sanctuary.
Credits
Client Procter & Gamble Agency R/GA Alex Sehnaoui, global chief growth officer; Tiffany Rolfe, global chief creative officer; Gabriel Cheung, global executive creative director; Xavier Teo, group executive creative director; Leah Alfonso, creative director; Woohyun Lim, art director; Maya Shaddock, Nathalie Tigua, Linda Yang, copywriters; Samuel Kim, Esther Lee, designers; Meghann Mackenzie, executive strategy director; Ashley DAmour, group strategy director; Aaron Harridge, strategy director; Amanda Wu, Clinton Wong, Jo Hayes, director of marketing sciences; Preeti Nadgar, executive director, connections; Daniel Morosi, group director, media & connections; Sonal Heda, executive producer; Satoko Iinuma, Carol Powley, executive content producers; Greg Netter, Rosie Ollero, sr. content producers. R/GA’s Asian Voices Culture Collective Production Company Sanctuary Goh Iromoto, director; Farhad Ghaderi, DP; Claire McGirr, line producer. Postproduction Cartel Sophia Lou, editor; Kaitlyn Battistelli, color. Music & Sound Andrew Seistrup, music; Jeremy Siegel, sound mixer.
FactSet, a global financial digital platform and enterprise solutions provider, has partnered with Chicago-based creative agency VSA Partners to unveil a second round of spots in its “Not Just the Facts” campaign. The campaign originally launched back in April.
The campaign was built on a core strategic insight: While quality data is critical for financial professionals, facts in isolation provide little value. FactSet’s personalization, data connectivity, open and flexible technology, and dedicated service and support provide the context necessary for the investment community to turn facts into valuable insights--and make the most of them.
The new creative picks up where the previous left off. This time it focuses on a particularly boorish office worker, drolly played by character actor Wyndham Maxwell, who ticks off an encyclopedic list of facts and non sequiturs during business meetings and to the bemusement of his colleagues.
The tongue-in-cheek campaign, which plays more like a perfect-pitch comedy series than a typical B2B commercial effort, is a major departure from financial services industry norm--both in its use of humor and in its humanistic approach. Starting this week, FactSet will roll out 16 unique spots—a combination of :30s, :15s, :06s and nine “shorts”—across multiple channels including digital, streaming and CTV.
This :30, “Dinos,” has an office worker’s relevant reference to dinosaurs spark our boorish colleague who proceeds to utter one irrelevant fact after another about the prehistoric creatures.
The Los Angeles–based Docter Twins (Matthew and Jason Docter) directed the original campaign and this new humorous work through their production company, Thinking Machine. The identical twin... Read More
